Cannes Lions

HSBC BRANDING

ZENITH MEDIA, London / HSBC / 2002

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Overview

Description

Objectives -The media strategy needed to enhance and endorse the advertising message that ‘HSBC clearly do have a responsible attitude towards individuals, business and the community’.The strategy needed to bring to life the values that best depict HSBC and its customers: trust, integrity and excellent customer serviceZenith needed to achieve maximum target audience visibility for this HSBC message across multiple media channels on a global basisTarget Audience -Affluent individuals and corporate customers 30-60 who are ‘time poor but cash rich’. They find it hard to fully engage with finances and would rather be doing something else. They want a responsible financial service they can trust. Multicultural i.e. across 81 markets where HSBC operate.Additional Considerations - Global media was an essential part of the overall media mix.

HSBC wanted to make a global leadership statement.HSBC branding needed to be weaved into every element of the activity.Implementation -Mood and environment of the message was key.The tone of the media strategy was required to be intelligent, warm and emotional but straightforward. From Research, we knew that the highest potential market for HSBC was the affluent consumer.Who are these people?People 30-60 in good jobs, Secondary target ‘the Global Elite’. Pan Regional Media was ideally targeted to reach this audience.Why AOL Time Warner?The two key media from the group – CNN and Time Magazine are the undisputed leaders in reaching the affluent audience across all global markets of specific interest to HSBC – Europe, Middle East, Asia Pacific, Latin America, Canada and West Coast USA.Campaign Elements -Your Business, Your World is an exclusive integrated global ‘communication’ partnership with AOL Time Warner made up of a comprehensive cross-cultural advertising media mix including :A series of 30 minute television programs on CNN titled Your Business, Your World (YBYW). The program title was a Zenith Media initiative!A series of 6 x 90-second vignettes independently produced through Zenith sourced production house that aired on CNN.Opening and closing bumpers for the YBYW 30 minute program and the vignettes.30” promotional commercials on CNN and tie-in promotional columns positioned in prime sites within Time, Fortune, and Asiaweek.Advertorial pages (using the editorial/scripts of the YBYW vignettes as source material) strategically positioned on the same DPS as the YBYW programme promotional columns.CNN.com. A stand alone Your Business, Your World site. The site includes video streaming of the YBYW vignettes and CNN programme clips, plus editorial expansion and support for the YBYW television series. In addition there were message boards and YBYW voting panels.Comprehensive advertising and promotion of the site on CNN.com business leader pages.The YBYW presentation pack was produced by Zenith Media. This summarized the ‘integrated advertising programme’ in written, video and CD formats and was distributed to key HSBC offices worldwide.AOL Time Warner used their in-house cinema suite to host preview screenings of the CNN YBYW programmes for HSBC staff and invited marketing/advertising personnel.

AOL Time Warner Editorial lunches were held in London and Hong Kong. Attendees included senior HSBC marketing personnel, AOL Time Warner editorial/sales staff, and representatives of Zenith Media. Zenith Media inspired a global media owner to undertake a unique integrated global mixed media advertising and programming campaign for HSBC that ran throughout 2001.Zenith contributed the campaign idea even down to recommending the title – “Your Business, Your World”, then sold the concept into HSBC, negotiated the full deal with AOL Time Warner and basically became involved in every aspect of the creative implementation.Zenith then drove and coordinated the fully integrated campaign across various media including TV, Print, Programming, On-line, PR and events.The project involved the input and associated skills of the media agency Zenith Media (who lead the project), the advertising agency Lowe Worldwide, HSBC and AOL Time Warner. It was a mammoth task for Zenith to coordinate and pull together all parties so everyone worked seamlessly together for an outstanding result.Regular project meetings were established with not only the various marketing and advertising representatives, but also with the AOL Time Warner editorial teams. The established editorial / advertising ‘Chinese walls’ were taken down brick by brick.Zenith personnel also achieved ‘direct line’ relationships with key CNN, AOL programming people and the managing editors of Time Magazine, a rarity for any media agency. This was one of the biggest global media owner partnership programmes by any global advertiser.Zenith achieved -- An effective global media partnership- Cut through- Endorsement of creative message via the media idea- Complete integration of advertiser in the editorial content - Optimum value for investmentHighly Effective -This idea should be a winner as proven success was achieved :Those viewing Your Business Your World or aware of magazine promotion for YBYW had 40% higher spontaneous awareness of HSBC, and HSBC advertising versus non-viewers. Asia 67% spontaneous HSBC awareness versus 27% in control. Europe 75% versus 34% in control.Very favourable shifts were also seen with regards to attitudinal statements - 38% of respondents claimed involvement with YBYW shows that HSBC has a responsible outlook versus 19% in control group.We were also able to demonstrate to HSBC increased awareness levels for combined viewers and readers. These findings were strong evidence of how campaigns across the two plus mediums can be complementary and enhance awareness.On the YBYW internet site, the click through’s recorded highs of an impressive 3.40% - well above the industry norm and a great demonstration of the ability of the site and the YBYW project as a whole to really engage with its audience.The vignettes and advertorials all ran as programming / editorial therefore there were no media costs.

Execution

Zenith Media inspired a global media owner to undertake a unique integrated global mixed media advertising and programming campaign for HSBC that ran throughout 2001.Zenith contributed the campaign idea even down to recommending the title – “Your Business, Your World”, then sold the concept into HSBC, negotiated the full deal with AOL Time Warner and basically became involved in every aspect of the creative implementation.Zenith then drove and coordinated the fully integrated campaign across various media including TV, Print, Programming, On-line, PR and events.The project involved the input and associated skills of the media agency Zenith Media (who lead the project), the advertising agency Lowe Worldwide, HSBC and AOL Time Warner. It was a mammoth task for Zenith to coordinate and pull together all parties so everyone worked seamlessly together for an outstanding result.Regular project meetings were established with not only the various marketing and advertising representatives, but also with the AOL Time Warner editorial teams. The established editorial / advertising ‘Chinese walls’ were taken down brick by brick.Zenith personnel also achieved ‘direct line’ relationships with key CNN, AOL programming people and the managing editors of Time Magazine, a rarity for any media agency.

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